臺灣博碩士論文加值系統

值此通路為王時代，誰能夠與顧客有緊密的結合，則代表其最終將獲利，關係行銷正是與顧客建立穩固且長期的交易關係，為企業創造競爭優勢的重要行銷策略之一。 Berry and Parasuraman (1991）曾提出關係行銷乃是為了吸引、發展、保持顧客關係的一種策略。他們更提出服務業的關係結合方式可分為三個類型，依照和顧客結合的程度依序分為財務性、社會性、及結構性結合，其中實現的層級越高，結合度越強，企業所能獲得的潛在收益也越高。
在競爭激烈的零售通路，為了提昇公司業績且達到宣傳公司形象，最低價格保證政策就成為零售通路商的促銷手段。而以往的研究僅著重在最低價格保證的財務面觀點，比較少以關係結合的社會性及結構性部份進行研究，因此本研究以最低價格保證的「差別取價」、「決策風險降低」、「提高商店形象」的三個效果為自變數，共計發放問卷650份，回收有效問卷數348份，欲探討最低價格保證對於關係結合方式的三個類型財務性、社會性、及結構性結合的影響。
本研究結果顯示如下:
1. 最低價格保證之差別取價效果與關係結合的財務性、社會性、結構性結合不顯著相關。
2. 最低價格保證之決策風險降低效果與關係結合的財務性顯著相關，但是與社會性與結構性結合不顯著相關。
3. 最低價格保證之提高商店形象效果與關係結合的財務性、社會性與結構性結合顯著相關。
經由上述研究結果可提供零售通路在未來進行應用最低價格保證的策略時，不可單純考量到與消費者的財務性的關係結合構面，也同時要對於關係的社會性結合方式與結構性結合方式構面全盤思考，以減少顧客流失與獲利減少的風險。

This is a trend when marketing channels are the key to successful retailing. Only the retailers that have close bonds with customers will get profits in the end. Relationship marketing means to establish stable and sustainable trading relations with customers, and serves as one of the important marketing strategies for businesses to become and remain competitive. Berry and Parasuraman (1991) initiated that relationship marketing is a strategy to attract, develop and retain customers. Furthermore, Berry and Parasuraman noted that a customer retention strategy for service sector can be cataloged into three types of bonds, namely financial, social and structural bonds. The higher level of implementation and bond ability the more potential revenues for businesses to gain.
Facing the fierce competition in the retailing industries, price-matching guarantee (PMG) is an ideal promotional method for retailers as it can improve the performance and elevate the positive profile of the company. Previous researches always focused on the financial point of PMG. It was merely been focused on relationship of social and structural bonds. Therefore this research will study upon the effect of "Difference of the price-matching policy has focused primarily on price discrimination effect", "The influence of price matching guaranteed reduces the decision-making the risk effect" and "The influence of price matching guaranteed enhances the store image effect" three effects form as the independent variable. Totally we provide 650 questionnaires to our sample. Of these 348 useable questionnaires were returned. We will determine the effects of price matching guarantee among the relational bonds of financial, social and structural.
Results as below:
1.These results provide support for the hypothesized the effects of "difference of the price-matching policy has focused primarily on price discrimination effect" have not a significant effect on financial bonds and social bonds but had no direct effect on structural bonds
2.These results provide support for the hypothesized the effects of "The influence of price matching guaranteed reduces the decision-making the risk effect" just have a significant effect on financial bonds except social bonds and structural bonds.
3.These results provide support for the hypothesized the effects of "The influence of price matching guaranteed enhances the store image effect" have a significant effect on financial bonds and social bonds and structural bonds.

The findings of this research maybe useful for retailers while applying to the price matching guarantees strategy in the future, not only consider the financial bonds effect but also overall evaluate the other effects of social bonds and structural bonds, and to reduce the risk of customer drains and profits decreases.

Keywords: relationship marketing，relational bonds，price matching guarantee

目錄

中文摘要 --------------------------------------- i
英文摘要 ------------------------------------- ii
誌謝 -------------------------------------- iv
目錄 ------------------------------------- vi
表目錄 ------------------------------------ vii
圖目錄 -------------------------------------- ix　
第一章 緒論 ---------------------------------------- 1
第一節 研究背景 ------------------------------ 1
第二節 研究動機 ----------------------------- 4
第三節 研究目的 ----------------------------- 5
第四節 研究步驟 ------------------------------ 6
第二章 文獻探討 --------------------------------------- 8
第一節 關係行銷 ----------------------------- 8
第二節 最低價格保證 -------------------------- 10
第三節 關係結合方式 ---------------------------13
第三章 研究設計與方法 ----------------------------16
第一節 研究架構 ------------------------------ 17
第二節 研究假設 ------------------------------18
第三節 問卷編製 ------------------------------20
第四節 研究變數之操作型定義 ------------------21
第五節 研究對象 -------------------------------27
第六節 資料分析方法 ---------------------------27
第四章 資料分析與研究結果 --------------------------- 29
第一節 樣本基本資料分析 -----------------------29
第二節 問卷之信度與效度分析 -------------------31
第三節 研究結果 -------------------------------37
第五章 結論與建議 ---------------------------------61
第一節 研究結論 -------------------------------61
第二節 管理的意涵 -----------------------------65
第三節 研究限制 -------------------------------66
第四節 研究建議 ------------------------------67
參考文獻 ----------------------------------------------69
中文部分----------------------------------------69
英文部分----------------------------------------70
附錄一 正式問卷 ---------------------------------------75
表目錄

表 1-1 零售業最低價格保證之內容 ---------------------- 3
表 2-1 關係行銷相關文獻回顧 -------------------------- 9
表 2-2 最低價格保證政策相關文獻回顧------------------- 11
表 2-3 建構一個價格保證政策的選擇 ------------------- 12
表 2-4 不同關係結合類型的屬性 --------------------- 14
表 2-5 關係結合方式相關文獻回顧 --------------------15
表 3-1本研究之各構面及變項之操作型定義及問卷題號彙整 - 24
表 4-1問卷發放及回收份數統計表 --------------------- 29
表4-2 回收樣本之基本資料次數分配---------------------- 30
表4-3 KMO值的決策標 --------------------------------31
表4-4 最低價格保證之因素分析 ------------------------ 32
表4-5 關係行銷結合方式之因素分析---------------------- 34
表4-6消費者認為有提出最低價格保證的零售商的印象人數統計
表 ---------------------------------------------37
表4-7消費者認為零售商的最低價格保證內容是可信賴的人數統
計表-------------------------------------------- 38
表4-8消費者認為零售商的最低價格保證有買貴退價差人數統計
表 ---------------------------------------------39
表4-9消費者認為零售商的買貴退價差退費程序限制最少人數統
計表 -------------------------------------------40
表4-10消費者認為零售商的最低價格保證讓我最滿意人數統計
表-----------------------------------------------41
表4-11消費者最常去消費的零售商人數統計表--------------41
表4-12連鎖零售商最低價格保證平均值最高與最低人數統計表42
表4-13 提高商店形象構面之敘述性統計 ------------------43
表4-14 決策風險降低構面之敘述性統計 ------------------45
表4-15 差別取價構面之敘述性統計 ------------------46
表4-16 提高商店形象構面之敘述性統計 ------------------47
表4-17 社會性構面之敘述性統計 -----------------------48
表4-18 結構性構面之敘述性統計 -----------------------50
表4-19 提高商店形象之分析表 -----------------------52
表4-20 決策風險降低之分析表 -----------------------53
表4-21 差別取價之分析表 -----------------------54
表4-22 財務性構面之分析 -----------------------55
表4-23 社會性構面之分析表 -----------------------55
表4-24 結構性構面之分析表 ----------------------------56
表4-25「最低價格保證的定義—關係結合方式」各向度間相關及
複迴歸分析 -------------------------------57
表4-26「最低價格保證的定義—關係結合方式」各向度間相關及
複迴歸分析 ----------------------------------58
表4-27「最低價格保證的定義/關係結合方式」各向度間相關及複
迴歸分析 -------------------------------------59
表4-28 樣本特徵對各因素評估之顯著差異整理表 --------- 60
表5-1 最低價格保證對關係結合方式迴歸分析彙整 -------64
表5-3 本研究假設之支持與實證結果 -----------------64


圖目錄

圖 1-1 中華民國民間消費成長率圖 -----------------------1
圖 1-2 本研究之步驟 --------------------------------- 7
圖 3-1 本研究之觀念性架構 ----------------------------17

中文部分
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